Tastier Festive Moments with Act for Food | Clapboard Ad Archive

Christmas is even tastier with Act for Food

Description

Carrefour’s 2024 international Christmas campaign, Christmas is even tastier with Act for Food, celebrates the festive season by emphasizing both taste and accessibility, reinforcing the brand’s long-standing commitment to food transition for all. Created by Publicis Conseil, this emotionally engaging film campaign was launched in mid-October across five countries—Spain, Romania, Belgium, Poland, and France—and culminated with a national release in France at the end of November. Building on the Act for Food initiative, relaunched in 2024 with the slogan We’re all entitled to the best, at the best price, the campaign underscores the importance of enjoying high-quality, affordable products during the holiday season. Placing the brand and taste at the heart of consumers’ daily lives, the campaign is crafted through a variety of formats, including a 30-second film capturing intimate moments of conviviality around festive tables, shorter 15-second films spotlighting specific gourmet products, and a vibrant series of posters showcasing close-ups of these delicacies. Complemented by a digital component offering budget-friendly menu and gift ideas as well as a radio campaign, it creates a holistic seasonal narrative. Beyond its food offerings, Carrefour broadens its festive appeal by including non-food items such as toys, with the film capturing the joy and magic of Christmas for all ages. This campaign not only reinforces Carrefour’s position as a leader in retail services but also deepens emotional connections with consumers by championing accessible quality during one of the year’s most meaningful celebrations.

Credits

Client

Carrefour

Agency

Publicis Conseil

Campaign Proposition

Carrefour’s 2024 Christmas campaign, “Christmas is even tastier with Act for Food,” underscores the brand’s commitment to making quality food accessible to all, especially during the festive season. Anchored in the broader Act for Food initiative and its renewed slogan, “We’re all entitled to the best, at the best price,” the campaign reinforces Carrefour’s positioning as a facilitator of both taste and affordability. It highlights the dual promise of delivering high-quality, gourmet products alongside accessible pricing, aligning with consumer expectations of enjoying indulgence without compromise during the holidays. Strategically, the campaign leverages a narrative approach to evoke emotional connections rooted in conviviality and shared festive moments, aiming to resonate with family-oriented consumers across France and four additional European markets. By featuring diverse media formats—from a 30-second film depicting festive tables to short product-specific clips, posters, digital content with menu and gift ideas, and radio spots—the campaign creates multiple engagement points tailored to varied consumer preferences and media consumption habits. This multi-format strategy is designed to reinforce the message of accessible quality while broadening reach across different platforms and demographics. Importantly, the campaign not only showcases Carrefour’s food offerings but also extends to non-food categories such as toys, highlighting the brand’s comprehensive role in facilitating a joyful holiday experience. This broadening of scope reflects an insight into holiday consumer behavior that values convenience and a one-stop shopping experience. Overall, the campaign’s creative angle—celebrating taste, affordability, and inclusivity during a culturally significant time—aligns closely with Carrefour’s strategic goal of deepening its role in daily life and food transition for all consumers.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on relatable festive experiences, depicting moments of conviviality around Christmas tables and emphasizing emotional closeness to consumers. Rather than focusing on problem–solution narratives, overt symbolism, or comparison, the creative leans into universal scenes—families and friends celebrating, sharing accessible yet high-quality food that mirrors the campaign’s democratic food message. The narrative draws viewers in by representing the kind of holiday moments they desire for themselves, which is classic user imagery tailored to resonate with a wide audience during the festive season. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Leclerc – Market Positioning Leclerc positions itself as a highly competitive price leader in the French retail market, emphasizing affordability without compromising quality. It focuses on promoting local products and sustainability initiatives, while leveraging a widespread network of hypermarkets and supermarkets. Its strong private label offering and commitment to price transparency aim to build trust and loyalty among cost-conscious consumers.

Auchan – Market Positioning Auchan emphasizes a customer-centric approach, blending competitive pricing with a broad assortment of food and non-food products. It highlights innovation in fresh food and convenience, investing heavily in digital transformation and omnichannel retail to enhance the shopping experience. Auchan also promotes sustainability and responsible sourcing, aligning with evolving consumer values.

Intermarché – Market Positioning Intermarché is known for its strong connection to local producers, offering fresh and regional products at affordable prices. Its “Producteurs & Marchands” strategy supports local agriculture and community engagement. With a focus on convenience and everyday value, Intermarché balances competitive pricing with quality, appealing strongly to rural and suburban consumers.

Casino Group – Market Positioning Casino Group distinguishes itself through a multi-format strategy, targeting urban and proximity shoppers with convenience stores, supermarkets, and premium gourmet outlets. It emphasizes innovation in retail technology and customer loyalty programs, while promoting responsible consumption and sustainable product ranges, aiming to attract a diverse customer base that values quality and convenience.

Lidl – Market Positioning Lidl focuses on offering a limited assortment of high-quality private label and branded products at very low prices, emphasizing efficiency and simplicity. It combines aggressive discount pricing with an increasing focus on organic, local, and sustainable products. Lidl’s growing investment in fresh produce and expanding non-food ranges targets cost-conscious shoppers seeking quality bargains in a no-frills retail environment.